Casagrand has launched its largest residential project, Casagrand Highcity, supported by a 360-degree marketing campaign featuring actor Vikram. The campaign marks Vikram’s return to brand endorsements after a long hiatus and positions the project as a large-scale vision for urban living in Chennai.
The campaign, titled ‘Chennai, Idhu Ungalukkaana Revolution’, has been conceptualised around the theme of transformation and reimagining city living. It has been designed as a cinematic storytelling platform rather than a conventional real estate communication exercise.
At the centre of the campaign is a high-production television commercial featuring Vikram, which has been rolled out alongside a phased teaser-and-reveal strategy. The initial communication created intrigue around the idea of a ‘Revolution’, before unveiling Casagrand Highcity as the core proposition.
The campaign extends across television, digital, OTT, cinema, print, outdoor, radio and social media platforms, creating a unified narrative across multiple consumer touchpoints. The communication focuses on positioning the project as a shift in how modern urban housing is perceived and experienced.
The film and campaign narrative highlight lifestyle aspirations linked to openness, greenery, recreation and community living. The creative direction aims to reflect changing expectations of urban residents seeking more balanced and experiential living environments.
Casagrand Highcity is a 41-acre integrated township located along Chennai’s Outer Ring Road corridor. The development includes 28 acres of open spaces, of which 22 acres are dedicated to landscaped greenery, along with multiple lifestyle and recreational amenities.
The project features a 5-acre sports clubhouse, a 1.3-acre recreational clubhouse and 163 curated amenities designed to support community-driven and leisure-focused living. The development is positioned as a mixed lifestyle ecosystem combining residential, recreational and green infrastructure.
The project is registered under TNRERA/1/BLG/0156/2026 and is part of Casagrand’s broader expansion across Indian and international markets.
Casagrand Premier Builder Limited is a major residential developer based in Chennai with a reported market share of approximately 25% in launches and 18% in demand between January 2017 and June 2025, according to CBRE Report data.
The company has delivered 103 completed projects covering 21.79 million square feet and currently has 57 ongoing projects and 21 forthcoming developments across Chennai, Bengaluru, Hyderabad, Coimbatore, Pune and Dubai. Its portfolio includes luxury, mid-end and affordable housing categories under the Casagrand brand.
The campaign reinforces Casagrand’s approach of integrating entertainment-led storytelling with real estate marketing to build emotional and cultural relevance around large-scale property developments.
